We run through so many online lookbooks that they begin to blend together. From artistic, heavily produced pieces from the likes of Nom de Guerre to the grainy dark productions over at threesixteen, (Don’t worry, the fact that these brands are completely different is not lost on me, they’re simply examples), many of them become instantly forgettable.

Something struck me a few minutes ago flipping through Edwin Europe’s Spring Summer 11 Lookbook… The models are real, the images untouched, and the product is the focal point of the book. Many of the pictures have a Sartorialist feel to them, adding a feeling of reality that’s refreshing. I like the book and the collection looks great, it may even be the tipping point needed for me to pick up a pair of their raw denim jeans next time I drop by Blake back at home.

In a world where everyone is trying to do things extravagantly different to stand out, Edwin keeps it simple and excels at separating itself from the crowd. They’ve certainly got our attention.